Purpose – The purpose of this paper is helping PT. Isra Presisi Indonesia devised some strategies to enter new markets - non-automotive markets - through competitor analysis.

Design/methodology/approach – Business coaching, gathering competitors’ information through internet and conducting a series of semi-structured interview with the competitors and their customers to know competitors’ strengths and weaknesses. The results from the interviews were analyzed using qualitative descriptive method.

Findings – The findings shows that PT. Isra Presisi Indonesia can enter more than one non-automotive market but they have to implement all the strategies that was devised in this paper because the competitors is already too established. Hence, it is going to be a major threat for PT. Isra Presisi Indonesia if the company cannot be in par when entering the new markets.

Research limitations/implications – The limitation of this paper is that it can only be used by a B2B company similar to PT. Isra Presisi Indonesia and by no means the objects are the complete list of the competitors.

Originality/value – The paper adds to the literature of competitor analysis in Small-Medium Enterprises (SMEs)’s business-to-business in Indonesia.

Keywords – Competitor analysis, Small-Medium Enterprises (SME), B2B, non-automotive market, strategies development.